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Marketing Success The Easy Way
By Robert Smith
©2004 All Rights Reserved
We tend to make Internet Marketing too complex; it's actually quite simple.
Find a market that is easy to reach and then find a need within that market that you can fill. This is the easiest path to success and almost everyone overlooks it!
Most of us market in reverse order. We start with a product, and then target an existing market. This does not work nearly as well on the Internet.
We are accustomed to broadcast mediums like television and radio. They broadcast their message to everyone in order to reach a few. Ninety-nine percent of advertising dollars are wasted in doing so. It works only because one percent sell-through is enough to make it profitable.
The Internet is a pull medium. Your customers be attracted to must find you. Usually they do so by entering a keyword or phrase into a search engine. The search engine looks for websites that match your potential customer's request.
The Nature Of A Vacuum
Marketing works best in a vacuum. This is true because it is the nature of a vacuum to fill itself. It follows that if you can identify an unfulfilled market that is easy to reach, you can more easily attract customers.
Successful marketers take advantage of this physical law of nature. They find or create a vacuum by identifying a market and an unfilled need within it. Next, they develop a marketing strategy, then the product.
This concept makes marketing so much easier. All we need to do is identify a vacuum and the forces of the universe work with us to fill it.
People Get What They Want
Successful car sales people identify your desire first, then find the car that matches your desire and your pocketbook. Real-estate sales people find the home you want and can afford, then help you buy it.
This understanding solves the biggest obstacle in marketing: The unwilling buyer. We are all willing buyers when we find what we want. The sales person's job is not to sell anything; it is to enable others to get what they want.
Find A Untapped Market
A friend of mine realized that mountain climbers and outdoor outfitters needed an easy way to identify their own climbing equipment from that of their clients. The appearance and brand names of the climbing equipment were often the same. Thus the client's equipment tended to get mixed up with that supplied by the outfitters and/or indoor climbing teammembers. He developed a line of colored tape that could be used to color code anything. (See http://www.identi-tape.com/)
Something as simple as colored tape sells online because it solves an existing problem. He could have charged anything he wanted because no one else had a similar product.
Later all kinds of organizations found his website because they were looking for a similar solution. Now he sells to sound recording companies, schools, and sports teams. Just recently, he sold a major order to the US Army, they needed a way to color-code their equipment.
Find a solution, fill a need, and the world will find you.
Our Goal
Rather then advertising a product all over the Internet, we should spend more effort on the front end. Find an untapped need or desire first, and then fill it with the right product.
The best market to target consists of people who already want a product. It's much easier to find such a market online where people are already looking for what they want.
Our ideal target should be both eager and qualified to purchase our product.
While almost everyone would like to own a BMW, not everyone can afford one. You can't sell a motor home to a homeless person because he or she is not usually qualified to buy it. Everyone wants a mansion on a hill, but not everyone can buy one.
ROBERT SMITH
helps thousands successfully market their
Internet based home business. You'll find tons of free marketing tools & resources on his Internet Marketing web
site at:<http://www.smithfam.com/>.
You can reach him by phone at: (541) 689-1847 PST, and by
email at. <bob@smithfam.com>
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